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How can you leverage Google's Knowledge Graph to gain more visibility in the SERPs?

How can you leverage Google's Knowledge Graph to get more visibility to your website when someone conducts searches for your brand name, branded terms or non-branded terms? I've read about having a Google+ page to trigger the KG for brand name searches, but that is not working for us even though we have a verified Google+ page that is linked to our website.

2 Responses

It's a tricky one with linking up your Google+ page to your website - make sure you're using rel=publisher. You can also markup your site further by using Schema.org data (which I'd highly recommend). Having said this - I've noticed that on some of my websites Google will pay attention to this and some they won't. make sure you check in the rich snippets testing tool first though.

Agreed w/ Matthew that rel=publisher is worth setting up, but KG is a tricky animal. On the one hand, Google is trying to do entity analysis, which may depend on similar factors (to a point) as traditional SEO, just from a different perspective. There are many cases, though, where brands that clearly are entities have no KG listings or just have an G+ box.

For example, Amazon, Apple, and Wal-mart have no KG listing. Clearly, these are huge brands. K-mart and Taco Bell have G+ brand boxes. Some small local businesses (like Gene's Sausage Shop here in Chicago, which I used in my MozCon talk) have full KG boxes.

Google does seem to tie some KG boxes to local one-boxes ("authoritative one-boxes"), which are the stand-alone pin entries that come after the snippet (and not in a pack or "near" result). That implies to me that there's still a preference to show KG boxes for business with a single brick-and-mortar location.

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